Stokke

The First Four-wheeled Status Symbol

Overview/challenge

Stokke was founded in 1932 on the beautiful Norwegian West Coast not far from the picturesque Ålesund. Stokke started out producing bus seats and furniture for adults, but since 2006 Stokke has focused exclusively on premium children’s furniture and equipment within the highchair, stroller, baby carrier and nursery segments. Today Stokke is world-known for the iconic Tripp Trapp® designed by Peter Opsvik and the innovative Stokke Xplory® introducing the concept of high parent-facing.

Stokke approached MADE wanting a deeper understanding of their key consumers within the stroller segment.

Generation Z

Process

Trying to understand what make new mums tick when it comes to buying a new stroller MADE went on the ground conducting ethnographic fieldwork in 6 urban core markets across the globe. Over 2 months MADE visited mums-to-be and new mums trying to understand how motherhood is perceived and what role a stroller play in this.

Of all baby products out there, the stroller is perceived to be one of the most important and most researched items since it to many is seen as the outward expression of motherhood. Whereas most baby products stay put inside the house the stroller is taken outside into the public sphere. The stroller can be perceived as a cultural artefact telling the world what kind of mum you are. The physical extension of how well you do as a mum.

The foundational insights created in this extensive research study came to work as a backbone for Stokke in developing and updating new strollers.

Vordende forældre kigger på Stokke barnevogn

“Stokke has its roots in the Scandinavian design tradition but our market is global. The insights study performed by MADE gave us a deeper understanding of parenthood in different cultures. Only by truly understanding family life can we succeed in developing products that are relevant and attractive to customers across the globe.”

- Synnøve Stave, Project and Design Manager, Stokke